Orange has launched a £2.6m advertising campaign for its Orange RockCorps programme.
The spot is the third ad in Orange's 'Together we can do more' campaign that broke in early July.
The ad is designed to celebrate the success of the Orange RockCorps initiative and to inspire young people to volunteer and be involved in charity projects.
The four-week campaign launches on 19th September and will appear on TV, print and online.
Comments
Vicky Pollard and friends get attacked by giant Dandelion.
Like - music + little cloud
As soon as I hear 'I am..' I cringe though. It still feels quite forced as a concept, atm.
Wether this particular 'Lundun estate' angle is to niche or not, I shall leave to the research team.
Do you think that girls real name is 'Cassie Cassidy' ? :-D
The Orange RockCorps is an (ill conceived?) idea that frankly has me baffled. The posters proudly pronounce that 'Busta Rhymes' is headlining with 'other acts to be announced'. You mean - there aren't any. Rock music is all about credibility and this has an absence of it in spades. The rock gig of the year? Okey dokey then... I am actually laughing at my desk with colleagues about this.
The thought behind 'give - get given' is neat but this smacks of junior account folk getting a bit too excited and no-one senior enough getting involved before the venue and the attendant media was booked. Surely there is a better initiative to express the sentiment of give-get given than this? Poor strategy in every sense.
Personally I wish the event every success but I just feel this will be a potential PR disaster and the client will hate you for it. Orange deserves better than this and should have known better than to make an ad about it. If this was more 'under the radar' then it would have worked but it just looks like self indulgence - not an attractive spontaneous brand response. Love to see what the campaign measures of success are supposed to be.
The ad is quite fun and watchable but it is really all about the execution - which is fine in the absence of an idea - but we have seen it before with Reebok surely? Smacks of over earnest uni grads in every way which is a shame. Fail.
Tickets for four hours community work trade-off. Hmmm...nice idea, but in reality i cant even get my 16 year old teenage daughter to help me to decorate her bedroom the way she likes it for nothing. I should be paying her. (apparently). Teenagers today have a lot more self-worth and independence. I know, I can hear you all complaining from here, but it's the truth.
This is incredibly lame. The Orange 'I Am' campaign just limps from bad to worse. Busta Rhymes? What year are we in? 1999?
I can't remember the last campaign from Fallon that was any good. They did some nice stuff for Sony and they've been trading off it ever since.
This has had heavy radio advertising for months. There are other bands announced - Guillemots and Feeder are the ones I can remember. Good, credible, indie bands, but not cutting edge by any means. I think it's a good idea, but it didn't get me out doing volunteer work because I didn't care enough about the gig itself. But if it's successful, I think that the next event could be much, much better - the 'hot' bands are more likely to sign up if it's proven itself once.
The 'I Am' campaign is simply boring. Orange haven't done a decent campaign in years though. They need to get their sense of humour back.
"Orange haven't done a decent campaign in years though. They need to get their sense of humour back."
Agreed ! - The only good campaign was the initial 'The Future's bright, the futures Orange'. In it's time and place it was excellent. Really stood out, and still memorable. There's been nothing since that really..
I caught my 16 year old daughter groaning with usual apathy at the ad: 'Huh, you wont get me doing 4 hours community work for a concert ticket'. I know. I can't even get her to hold the wallpaper for five minutes while I'm decorating her bedroom! What chance has anyone got with a target audience like this lot? The streets have changed since I used to hang around with a notorious bunch of South Londoners. Boys were men. They used to scare the hell out of me. They were not wimps with guns and blades to cover-up for their own cowardice with all this 'respect' crap.
This is another illustration of the creative genius at Fallon, First Cadburys, then Sony and now Orange! perfect illustration of an effective integrated campaign - good press & TV campaigns, excelent outdoor promotion with their footprints. 5 stars
After working around Advertising for 28 years. I see this idea as being beyond the TV commercial. This is about the politics of our time and a challenge to the kids to do something positive for themselves it may be an emotional arguement. But Orange have set out a challenge, nothing new. Not great advertising. But a good idea to simply engage the youth through the brand as they can see the future. The future is Orange. Well done Orange for doing it.
Audio Android - just thought i would let you know that Cassie Cassidy is not her real name!!!
Comments
Phil Hickes - 22/09/2008
Vicky Pollard and friends get attacked by giant Dandelion.
Audio Android - 22/09/2008
Like - music + little cloud As soon as I hear 'I am..' I cringe though. It still feels quite forced as a concept, atm. Wether this particular 'Lundun estate' angle is to niche or not, I shall leave to the research team. Do you think that girls real name is 'Cassie Cassidy' ? :-D
Holycow - 23/09/2008
The Orange RockCorps is an (ill conceived?) idea that frankly has me baffled. The posters proudly pronounce that 'Busta Rhymes' is headlining with 'other acts to be announced'. You mean - there aren't any. Rock music is all about credibility and this has an absence of it in spades. The rock gig of the year? Okey dokey then... I am actually laughing at my desk with colleagues about this. The thought behind 'give - get given' is neat but this smacks of junior account folk getting a bit too excited and no-one senior enough getting involved before the venue and the attendant media was booked. Surely there is a better initiative to express the sentiment of give-get given than this? Poor strategy in every sense. Personally I wish the event every success but I just feel this will be a potential PR disaster and the client will hate you for it. Orange deserves better than this and should have known better than to make an ad about it. If this was more 'under the radar' then it would have worked but it just looks like self indulgence - not an attractive spontaneous brand response. Love to see what the campaign measures of success are supposed to be. The ad is quite fun and watchable but it is really all about the execution - which is fine in the absence of an idea - but we have seen it before with Reebok surely? Smacks of over earnest uni grads in every way which is a shame. Fail.
KEVIN GORDON - 23/09/2008
Tickets for four hours community work trade-off. Hmmm...nice idea, but in reality i cant even get my 16 year old teenage daughter to help me to decorate her bedroom the way she likes it for nothing. I should be paying her. (apparently). Teenagers today have a lot more self-worth and independence. I know, I can hear you all complaining from here, but it's the truth.
Holly Martins - 23/09/2008
This is incredibly lame. The Orange 'I Am' campaign just limps from bad to worse. Busta Rhymes? What year are we in? 1999? I can't remember the last campaign from Fallon that was any good. They did some nice stuff for Sony and they've been trading off it ever since.
Sarah Vernon - 24/09/2008
This has had heavy radio advertising for months. There are other bands announced - Guillemots and Feeder are the ones I can remember. Good, credible, indie bands, but not cutting edge by any means. I think it's a good idea, but it didn't get me out doing volunteer work because I didn't care enough about the gig itself. But if it's successful, I think that the next event could be much, much better - the 'hot' bands are more likely to sign up if it's proven itself once. The 'I Am' campaign is simply boring. Orange haven't done a decent campaign in years though. They need to get their sense of humour back.
Audio Android - 24/09/2008
"Orange haven't done a decent campaign in years though. They need to get their sense of humour back."
Agreed ! - The only good campaign was the initial 'The Future's bright, the futures Orange'. In it's time and place it was excellent. Really stood out, and still memorable. There's been nothing since that really..
KEVIN GORDON - 24/09/2008
I caught my 16 year old daughter groaning with usual apathy at the ad: 'Huh, you wont get me doing 4 hours community work for a concert ticket'. I know. I can't even get her to hold the wallpaper for five minutes while I'm decorating her bedroom! What chance has anyone got with a target audience like this lot? The streets have changed since I used to hang around with a notorious bunch of South Londoners. Boys were men. They used to scare the hell out of me. They were not wimps with guns and blades to cover-up for their own cowardice with all this 'respect' crap.
Alex Goldberg - 25/09/2008
Rubbish.
David Akeredolu - 25/09/2008
This is another illustration of the creative genius at Fallon, First Cadburys, then Sony and now Orange! perfect illustration of an effective integrated campaign - good press & TV campaigns, excelent outdoor promotion with their footprints. 5 stars
Trevor Joseph - 25/09/2008
After working around Advertising for 28 years. I see this idea as being beyond the TV commercial. This is about the politics of our time and a challenge to the kids to do something positive for themselves it may be an emotional arguement. But Orange have set out a challenge, nothing new. Not great advertising. But a good idea to simply engage the youth through the brand as they can see the future. The future is Orange. Well done Orange for doing it.
Andrew Chapman - 26/09/2008
Rubbish, in every sense.
Emilien Anglada - 30/09/2008
Wot?
Vincent Megenis - 06/02/2009
Audio Android - just thought i would let you know that Cassie Cassidy is not her real name!!!